iPhone CRM and the Growth of Mobile CRM Q&A
A decade and a half ago, someone leaving for work in the morning would only need to remember to bring two things; their wallet or purse and their keys. In today’s world, the importance and convenience of mobile phones have changed the standard morning routine. Today, the mobile phone is much more than a phone, performing the duties of a small computer and acting as a personal assistant. Taking notes, storing entire files, music, programs for productivity and more, the mobile phone has evolved into the smartphone and is vital for people in the sales industry.
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For businesses, the main advantage of smartphones, such as iPhone, Blackberry or Androids, is to allow workforces and sales staff to be truly mobile. However, businesses still need to provide the tools necessary for a mobile workforce to perform their duties. The most common tool needed by a mobile sales force is a mobile customer relationship management (CRM) tool that is robust in features, yet simple and intuitive for the user, particularly when completing sales call reports.
What is mobile CRM?
Mobile CRM is a tool or application that can be downloaded or used on a smartphone. It allows mobile employees to access, interact with and update customer data no matter where they are. Mobile CRM tools often provide the same functionality as CRM tools built for laptops and desktops. On touch screen phones, such as the iPhone CRM, the task is further simplified.
Who uses mobile CRM?
The most common users of mobile CRM are sales representatives performing sales calls. Being able to access information on location or before a meeting is very useful. Mobile CRM tools are also beneficial for sales managers and executives to track the performance of their sales staff.
What are the benefits of mobile CRM?
Mobile CRM can benefit numerous areas of a business including:
Sales representative productivity;
Quantity of sales calls made;
Quality of sales calls made;
Timelier follow-up calls on leads;
Improved conversion rates;
This definition is too broad, in this paper; customer is defined airline passenger only.
Definition of CRM (Customer Relationship Management)
First of all, it must be understood that at its core, CRM is more than just a set of technologies: it is a process. This fact will be of significant importance to Information Technology (IT) professionals who will be asked to support CRM with information and applications. Furthermore, it is intended to be a repeatable process to ensure ongoing, continually improving, and consistent results. Simply stated, CRM comprises the acquisition and deployment of knowledge about customers to enable a airline to sell more of their product and service more efficiently (Flanagan and Sadie,1998).
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Providing customers with a good experience however and whenever they choose to contact you is a key part of managing relationships with them. Ovum defines customer relationship management (or CRM) as:
A management approach that enables organisations to identify, attract and increase retention of profitable customers, by managing relationships with them. (Bradshaw, 2000).
This definition deliberately makes no mention of any particular means of communication, or channels, whether ‘traditional’ (mail, telephone, in person) or new (email, Web, wireless devices, interactive television). It also makes no mention of process management technology; while implementing CRM is certain to involve the deployment of new technologies, it requires a re-examination of business processes, which should lead technology decisions, and not vice versa. The principles of CRM apply equally, regardless of the channel to the customer. However, the first wave of CRM, which came to prominence in 1998, centred on ‘traditional’ channels – supporting front-office personnel communicating mainly by telephone, but also by fax and mail, as well as field personnel. Figure 1 illustrate the Key Elements of CRM Architecture.
Figure 1: Key Elements of CRM Architecture (Source: META Group)
What is e-CRM
Today, more and more airlines are using the Internet to implement e-business applications and CRM strategy. These applications can be very resource intensive. e-CRM is interest intensified in managing customer relationship through the Internet, and many airlines approached this as a separate project to their e-business strategy.
What differentiates airlines in today’s hyper-competitive and demand-driven markets is their ability to address their customers’ preferences and priorities. This means more than simply knowing and understanding their customers better than their competitors do. It means strategically implementing this customer knowledge in every area of the airline, from the highest management level to all the employees who come into direct contact with customers.
Establishing and strengthening long-term relationships with airline’s customers is the key to success. It’s the focus of a well-structured and coordinated process of customer relationship management.
e-CRM involves far more than automating processes in sales, marketing, and service and then increasing the efficiency of these processes. It involves conducting interactions with customers on a more informed basis and individually tailoring them to customers’ needs.
Business Drivers–Why CRM
There are three primary reasons why CRM has taken hold as rapidly as it has:
1. Competition is fierce;
2. The economics of customer retention are unequivocal;
3. Technology allows airlines to do this more effectively and profitably today.
The return on CRM methods
There are only three ways to increase the profitability of a customer base; acquire more customers, optimize the value of existing customers, or retain the right customers longer. All of these benefits must be achieved with lower costs.
As the economic climate continues to become more competitive, the fight over customers intensifies. Of the three choices above, acquiring new customers is the most expensive. Research shows that acquiring a new customer costs 5 to 10 times more than retaining an existing one. Studies also show that loyal customers will buy more over their lifetime and are willing to pay a premium for doing business with someone they like and trust. Therefore, while organisations will clearly continue looking for new customers, once acquired, they now know that it is worth a significant investment to keep them. CRM is a way to do that.
The benefit of application CRM to the airline industry
A vexing question for a number of airlines is how much value does customer relationship management, or CRM, really deliver to the bottom line and how does an airline go about getting it? While this question remains unanswered, many skeptical senior managers will continue to pay lip service the strategic importance of a customer-centric perspective and will continue with business as usual. Applied Technologies Group’s investigation of 17 world-class airlines has clear indicated that significant revenue improvements of n 0.9 and 2.4% are achievable (see Figure 2) (Binggeli et al, 2002).
Figure 2: Benefits of a CRM Strategy (source: Binggeli et al, 2002)
This revenue increase comes from three areas:
Re-attracting defected customers, which accounts for between 0.1 and 0.3% of revenues;
Increasing the share of a customer’s travel wallet, which accounts for 0.3 and 1.2% of revenues;
Acquiring new customers, which accounts for approximately 0.05% of revenues.
Naturally, associated with these revenues are costs, but these only amount to between 0.3 and 0.6% of the existing cost base:
The marginal additional flights needed as incentives estimated to be between 0.2 and 0.4% of costs;
Additional CRM initiatives amounting to between 0.2 and 0.5% of costs.
Savings in costs due to more efficient and targeted running of the existing CRM program, providing a reduction of 0.1 to 0.3% of costs;
As stated above, the bottom line impact of CRM is significant, but varies according to the airline implementing the initiatives. The range estimates are:
For a large airline: $100-$250 million per year;
For a midsize airline: $25-$60 million per year;
For a smaller airline: $15-$50 million per year.
There are many benefits to be gained for airlines and airline passengers, firstly, passengers could book and check in through internet 24 hours, 7 days a week, at any time, any where. Secondly, airlines could reduce sales cost. American Southwest Airlines CEO, Gary Kelly said the Web site is playing a major role in mitigating the rise in unit costs affected by high fuel prices. It’s 10 times cheaper to deliver to customers through the online service than through a travel agent, Kelly said, and costs 5 times less than using Southwest’s own reservation staff. The booking cost per passenger online is “well under $1,” said Kelly, and is scaling down even further. He said Internet use by passengers was helping the carrier keep fares at low discount levels. (Aviation Week & Space Technology/March 6, 2000, p38).
Massive investment in both business-to-business (B2B) and business-to-customer (B2C) information systems is expected to translate into important cost savings in procurement, sales, billing and other support activities. The airline’s fully automatic ordering system, for example, should reduce order processing costs by 90%, according to Chairman/CEO Juergen Weber of Lufthansa Aviation Group. (Aviation Week & Space Technology/May 15, 2000, p40).
Specific benefits to implementing a CRM strategy with Interaction Management include:
Planning and implementing business processes across airlines and CRM applications ensures customers are handled in the most efficient and effective fashion from the beginning to the end of the interaction based on their real-time value to airlines.
Implementing CRM applications may simultaneously lower the cost of design, implementation, installation, training, ownership and administration. It also reduces the risk of re-engineering systems at a later date.
Consistent and dynamic processes are built up-front for the customer. This forces the airline to consider each element in the process design including the network, switch, multi-media management, and the CRM – ensuring streamlined processes are in place before the customer makes contact.
Influence and enhance intelligent call routing by leveraging the data gathered from the switch (ANI, DNIS, Caller ID), caller, and CRM applications.
Create and leverage detailed statistics/metrics and cradle-to-grave reports.
Real-time access to historical customer information allows support staff to know who your customer is, why the customer is calling, what’s been done, what needs to be done, and respond in the most efficient, expedient manner possible.
Benefits for the customer
The E-mail was responded to immediately, with personalized, valuable information.
Web self-service allowed customer to take immediate action to resolve issue.
Personalization enabled promotion tailored to customer profile – enhancing one-to-one marketing.
The “callback” option was easy to use, enabling the customer to quickly request live support.
The intelligent interaction routing engine immediately connected the customer to the right CSR.
The customer information provided by Apropos and the CRM application enabled the CSR to provide efficient, personalized service. (Prete, 2001)
Customers enjoy personal treatment, together with appropriate advice on getting the best out of their purchases. The airline may also put customers in touch with others with whom they have similarities, for example by inviting them to meetings.
For the airlines implementing CRM, it becomes possible to single out customers who are profitable, gaining an understanding of their preferences to improve retention and increase the volumes sold. These valuable customers can become advocates for the airline and its products. Finally, CRM helps an airline to build loyalty. Because it is a marketing truism that it costs five times more to generate new customers than it does to retain existing ones, that is a compelling argument [HREF6] .
With e-CRM, airlines can increase sales and customer loyalty. This strategy can improve sales effectiveness, bring higher value to all of airline’s key business relationships, help airline to understand what each client relationship is truly worth, develop and reinforce a consistent experience for customers, improve management effectiveness, improve tactical and strategic planning, respond faster to competitive challenges, use critical resources more efficiently, and reduce administrative burdens and overall cost.
How to e-CRM
Four steps to e-CRM success
e-CRM is a business strategy that should guide airlines to increased profitability by creating customer loyalty. In order to implement a true e-CRM strategy, airlines must have a vision and look at CRM as one holistic project – whether implemented all at once, or through a phased approach.
First, an airline must commit to focus on the customer and create a complete vision that fosters a true customer-centric organisation. Once a clear vision is in place, developing a strategy and establishing goals are the next steps toward effectively deploying e-CRM. The entire plan must align the airline’s strategy, goals, and technology in order to achieve the objectives of the e-CRM project.
Airlines that make strategic e-CRM investments and align processes, strategies, and technology around customers are in a better position to deliver a seamless, high-quality customer experience across all channels. (Prete, 2001)
Airlines have a clear overall strategy to achieve enterprise-wide acceptance of a customer-focused culture. Without clear direction, resources are likely to be misdirected and return on investment sacrificed. Underpinning this must be senior management sponsorship of the complete culture, process and business change needed to successfully re-focus a business on its customers rather than its products.
Airlines have maximised value from their investment in technology to achieve the sought after ‘single view’ of each customer. Being customer-centric is not just about technology, however any airline considering using on-line channels to reach its customers knows it needs a clear vision of what it wants the technology to do. It is essential to have a coherent strategy for unifying multiple customer contact channels but ultimately, success lies in ensuring that the online customer experience is relevant, personalised, and supported with excellent customer service, support and fulfilment. Done badly, e-business provides an open door for mass customer defection.
Airlines have united people and technology for outstanding performance. It is essential to have staff able to proactively connect with the data and create and sustain an appropriate relationship with the customer. Achieving this empathy requires defining new customer-focused, technology-enabled behaviours and delivering these through teamwork and aligning reward recognition with customer delivery. Without proper staff training and motivation, companies will fall at the last hurdle.
Airlines use an accepted method of measuring success to justify initial and ongoing investment in customer-focused initiatives. They need to develop appraisal systems for enterprise customer management, which identify all likely costs (including people, technology and process change) and benefits before any investment is made. The creation of robust measurement methods will be key to achieving board-level support.
Web self-service solutions-key to better customer relationships
As customers become more sophisticated, expecting faster, more reliable service around-the-clock, it’s no secret that giving them the power to help themselves is key in providing the availability and personalized service they demand. The Web is the perfect medium to find information quickly and securely-anytime. Start simple by letting customers use airline’s website as a way to find out travel information. Book tickets on line; use e-tickets; Check-in through Internet by themselves; check cargo delivery status. Find answers by putting frequently asked questions (FAQs) online. In addition, chat room and personalized Site on the Internet provide airline better customer service, attract new customers and increases customers’ loyalty.
When airlines give their customers self-service solutions, not only are airlines managing relationships with them, airlines are giving customers the tools to manage their relationships with airlines. As airlines offer this ability to their customers, the Web provides airline with a cost-effective way to get valuable insight about them-allowing airlines to target individual customers with specific, relevant marketing information.
There are three basic steps involved in establishing effective customer relationship management using the Web:
Capture customer information,
Build a customer database and
Create personalized communication.
Customers like to be recognized by name, and customized marketing increases the likelihood they’ll buy from airline again. Capturing services purchases and related demographics helps airline build accurate and timely profiles about airline’s customers.
Building a database from existing systems and information airline capture is key in its efforts to focus marketing resources on customers who are ready to buy. When customers look for a specific item, they don’t want to wade through a mountain of irrelevant data-they want it now. Getting the right information quickly and easily is a reason for them to do business with an airline versus the competition.
The essence of customer relationship management is to make every interaction with customer count. Using the Web to communicate through methods like e-mail and customized views of airline’s Web site is an inexpensive way to build targeted campaigns with a limited amount of resources.
Airline e-CRM system model
Airline’s success depends heavily on its ability to intelligently manage sales, marketing, and service processes and to draw mutual advantages from understanding of airline’s customers. To help airline maximise the strategic value of customer centric initiatives, Airline e-CRM model provides a comprehensive analytical solution, it can contribute toward improving the way that measure and optimize airline’s relationships with customers. Figure 3 best illustrates Airline e-CRM model using system engineering methodology.
Figure 3 Airline e-CRM system model
Airline e-CRM model can be conceptualized as a system that is made up of components, linkages amongst the components, and dynamics-that takes advantage of the properties of the Internet to make money. It takes advantage of the properties of the Internet in the way it builds each of the components-value, scope, revenue sources, pricing, connected activities, implementation, capabilities and sustainability-and crafts the linkages among these components. It is what, preferably, enables an airline to have a sustainable competitive advantage. It includes three components (subsystem): Web Basec Airline-Passenger Interaction subsystem; Airline Data Warehouse subsystem; and Airline e-CRM operation subsystem.
Airline e-CRM model is an asset-based solution that includes best-of-breed components to build an e-CRM infrastructure and enable any-channel, any-time communication with customers. At the heart of this offering is the CRM Foundation, which includes the CRM data model, starter set of CRM queries, reports and analysis, sample data, a demonstration prototype, data utilities and scripts, and comprehensive documentation that covers implementation guidelines, business perspective and analysis guidelines, system components, data model descriptions, and use and customization guidelines.
Since managing customer interactions is a vital piece of the e-CRM puzzle, planning and implementing a Multi-Channel Interaction Management solution with the other subsystems and enterprise solutions is crucial. Without Interaction Management, the puzzle remains incomplete. Interaction Management is the foundation for evolving customer service into customer satisfaction by tying together all customer data – no matter where it is located within the enterprise. Making this information easily and quickly accessible to the customer management process, and ensuring each customer is handled in the most efficient and effective way possible, is the ultimate result of a well-defined and deployed strategy and solution.
Airline e-CRM model also:
Provides an understanding of customer behavior and enables airlines to measure results of marketing and merchandising changes.
Supports more effective promotions through integration of data between marketing and merchandising users.
Provides a single view of customers across the enterprise and across contact points.
Gives airlines the ability to respond more dynamically and quickly to market demands.
Significance derived from airline-CRM implementation will allow for new e-business model, based on the wide availability of information and its direct distribution to end-customers.
Directly connect airlines and passengers.
Support fully digital information exchange between airlines and customers, reduced cost of a customer contact.
Suppress time and place limits.
Support interactivity and therefore can dynamically adapt to customer behaviour.
To be able to satisfy customers’ need, build customer confidence and retention.
Can be updated in real-time, therefore always up-to-date.
Enhance airlines competitive advantages over its rivals.
Profitable and sustainable revenue growth.
Some issues of application e-CRM
If the issues around e-CRM are so well understood by airlines, why do so many senior executives lose sleep over the level of customer churn? And why are so many disappointed that despite significant investment in customer-centric solutions, the benefits envisaged are just not being delivered?
Who is on the web?
It should be born mind, not everybody use Internet. For now, adults ages 25 to 44 comprise the bulk of that base and are most likely to access the Internet and buy online. Specialized markets, including children, teens, young adults, baby boomers, and seniors are rising fast (Korper, 2001).
Korper (2001) lists Top ten reasons teens go online:
E-mail: 67%
What You Need To Consider First Before Choosing A CRM System
Over the web, you will be able to locate the perfect CRM system for your company, with the wide range of solutions available for any type and size of industry. To the uninitiated, CRM systems may seem like a daunting and complex business technology. The acronym actually stands for customer relationship management. A smart company owner should be able to recognize which type of systems his business needs, to attain its objectives in the shortest time possible.
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Customer First, Before Anything Else
In finding the customer relationship management system that you believe is ideal, what you need to consider on is if its features are actually geared towards authentic customer service. It should be able to take care of the needs of the clients as proficiently and promptly as possible.
Furthermore, you need to look at the current standing of your own company as well, such as the budget it is able to allocate on possible systems, and the degree of growth it anticipates to achieve in a given period. If you choose a package that is tailor-made for the type of business you have, you will be better able to address the needs of your clientele anytime needed.
Maintain an Efficient Staff and IT Professionals
Having a feature-rich ecrm system is futile if the company does not properly train its salespeople and IT employees on the effective use of such a system. It is not merely enough to purchase the best CRM system ; transforming the culture and the existing practices within the business in order to adapt well to the chosen solutions is also critical. This results in a practicable solution which the company can benefit from tremendously.
Before settling on any specific type of CRM technologies, companies which are less than adept in technological systems need to accomplish the following:
Accomplish a thorough research on what the customers really need. Recognize the needs of the company in consequence to this. These basic findings will lead you to find the right business technology.
Try out several types of softwares or applications first. With the many features available in customer relationship management systems, you have to identify which of these will be most advantageous to your business.
Find out whether your business needs a web based CRM system or software that you can run offline restricted to your intranet. Both types have their share of advantages and downsides.
Since most CRM vendors provide their prospective clients with trial versions of their softwares or applications, don’t be hesitant to try out these versions first. Paying for the wrong technology means you are putting the company resources and capital to waste.
Finally, it is always best to go with the CRM system vendor that has considerable experience, especially with businesses which are comparable to yours.
IT Specialist
Central address data for customers, prospects and all involved companies and persons with all attributes for efficient and holistic marketing
Budgeting (yearly and on a rolling basis) to allow planning and controlling of the activities in the marketing mix
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Efficient campaign management to make sure that your campaigns can be carried out in a focused manner and withoutany effort being wasted
Integrated lead managementfor optimum preparation of the collaboration with Sales
Comprehensive details on the customer or prospect (addresses, campaigns,opportunities, activities, documents, quotations, orders, open items, complaints, etc.)
Sales processes involving field sales force with weekly planning, sales call reporting, sales pipeline management, mobile sales, etc.
100% integration ofin-house sales with information functions (prices, stocks, etc.) incl. preparation of quotations, order processing (incl. variant configuration)
360 degree view of the customer as well as of data from the areas of Marketing and Service
Access to all service-related master data such as installed base, materials, equipments, maintenance contracts, sales orders, etc.
Process-oriented mapping of field service, maintenance work, repairs, complaints, returns, etc.
Integration of all areas, e.g. call center for accepting service requests, dispatch center for dispatching service engineers with graphic planning table, engineers with mobile offline solution for reporting times, materials, fault codes, travel expenses, etc.
Consistent and integrated: 100% of the data in SAP ERP
100% SAP integration
Use ofrelease-proof BAPIs for posting the data
No interfacesto SAP required since already integrated
Use of your existing hardware (simply import transports and off you go)
Integration with Outlook and Notes
Very user-friendly – great usability
Benefit from INES.OnDemand advantages.
INES.OnDemand solutions fulfil the needs of companies that require a commercial and marketing information system that can be permanently kept up to date. Our systems are available to all the members of the organisation from any part of the world through a simple internet connection and with absolute security.
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INES.OnDemand covers all customer service and commercial activity areas.
See INES.OnDemand solutions
INES.OnDemand benefits
This collaborative function saves time for your company and increases efficiency in everyday tasks, resulting in rapid investment returns.
Protect your information – Our applications have been designed to guarantee the absolute security and confidentiality of all your information. By centralising your data you not only safeguard it, but also reduce the risk of losing information.
More information about security
Main advantages of INES
Universal access – You can access your information system from any device (PC, Portable, PDA or Pocket PC) with only a simple Internet connection and browser, no matter when or where.
Quick start-up – for any chosen solution, managed by us (ASP mode) or installed in your servers (License mode), start-up times in your company are as low as a few days.
Modular – you can choose for each co-worker the module which best suits their function and activity profile.
Distributed – your co-workers share the information in a natural way. Internal communication improves and inconveniences brought about by traditional computer systems vanish completely. Management of client relations will be simplified.
Open – applications already present in your organization may connect to INES platform. For more information, please contact our “Professional Services” department.
Flexible – To fully satisfy your employees’ needs, you can set up and establish all application parameters according to your operating needs.
You decide what’s better – INES applications are available through monthly subscription through a rental mode or via a traditional license mode; you can choose the solution which better suits your technical, business and financial requirements.
NES.OnDemand
solutions for client relations management (CRM)
This business information system, offered by INES, deals with the 3 client relations management areas:
MARKETING : INES.MarketingManager
INES.MarketingManager is the most advanced solution regarding marketing campaign management (e-mailing, telemarketing, events, etc…).
SALES: INES.SalesForce
Sales force and business operations management. INES.SalesForce is a complete solution that allows users to review business opportunities, budgets, business objectives, sales forecasts and outcome of all business activity.
SUPPORT: INES.CustomerService
Customer service management. INES.CustomerService offers its users the ability to manage after-sales services like technical support (Helpdesk and support) and develop new services to build customer loyalty.
INES.OnDemand Solutions for Business Management
INES.e-Business Suite is INES integrated business management system, which offers a complete solution to manage your company.
Sales Management
Global management of invoice chain (quotations, confirmation of orders, delivery notes, invoices) editing of commercial documents in PDF format, manage and update documents with one simple “click”.
Purchase Management
Definition of bids, orders to suppliers, editing of delivery notes, follow-up of treasury documents etc. Discover how to manage purchases through intuitive ergonomics.
Management of stocks
Credits, debits, inventory, management of reductions and product costs, minimum stock reached alert etc. Manage stock easily through interaction with Purchase Management.
Treasury
Interaction between the modules of Purchase and Sales Management, makes it easy to follow-up on credits and debits, and thus have treasury data instantly available, including multiple banks and currencies.
INES solutions packages offer advanced contact management in the standard version
Companies that wish to implement INES solutions quickly and easily may choose INES.ContactManager and later integrate other INES.OnDemand solutions into there system.
Choose the most appropriate solution for your requirements
To meet your companys needs, you can access specific modules of INES.OnDemand either through a monthly subscription of a rental contract for 1, 12 or 24 months, or through a license. For more information please contact our commercial department.
In summary
INES.OnDemand is an information system that provides a complete and modular solution to run your company and to optimise your customer service areas. Given that it is simple and intuitive, it can be rapidly adopted by teams and therefore generate a fast return for your investment.
REFERENCES
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array). This is first compared with
$oldarray
(the current database values) so that only those fields which have changed are included in the DML statement. The identity of the primary key for use in the WHERE clause is extracted using the contents of the
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array. If any candidate key has changed it is first checked for uniqueness.
deleteRecord ($dbname, $tablename, $fieldarray) – will delete a single row using the contents of
$fieldarray
. The identity of the primary key for use in the WHERE clause is extracted using the contents of the
$fieldspec
array.
Note that within a single transaction it is possible to access tables in more than one database and through more than one database engine.
View Object
This is item (7) in Figure 5 .
It uses as its input the contents of the screen structure script and all the database table objects which were accessed by the controller script.
The screen structure script identifies which XSL stylesheet to use for the HTML output , and a list of field names which need to be displayed in the data area.
The processing steps are as follows:
Create an XML document which will contain all the data from the database table objects.
Add to this document all the data for the menu bar , title bar , navigation bar , action bar , pagination and scrolling areas.
Perform an XSL transformation using the constructed XML document and specified XSL stylesheet . This will usually be one of the generic stylesheets, although it is possible to create a custom stylesheet for particular circumstances. The result of this transformation will be the HTML output .
The HTML output is the text file which is sent back to the client’s web browser. This is rendered into a viewable page with the assistance of one or more CSS files which are the recommended way of specifying a standard style in a group of HTML documents.
There are different view objects for creating the output in different formats, such as PDF or CSV.
Screen Structure scripts
This is item (8) in Figure 5 .
These are simple scripts which do nothing but identify the view or content for the output screen. Each one identifies the name of an XSL stylesheet and a list of table names, field names and field labels that will be used during the XSL transformation process to produce the HTML output .
Sample scripts for each pattern can be found in the /radicore/default/screens/en/ directory with the name
Scripts for each subsystem can be found in the /radicore/
Although the parent LIST screen in Figure 7 will require its own Screen Structure file, all the CHILD screens can share the same one as they all use the same structure. The differences in how the fields are displayed for each of the child components is handled by a combination of the
$mode
parameter within the Transaction Pattern (Controller) script (insert, update, delete, enquire) and individual field attributes within the XML file . These attributes can be specified within the $fieldspec array for that table class , or can be supplied at runtime through custom code .
Here is a sample file:
150); $structure['main']['columns'][] = array(‘width’ => ‘*’); // the following may also be used $structure['main']['columns'][] = array(‘class’ => ‘classname’); // this identifies the label and field which is to be displayed in each row $structure['main']['fields'][] = array(‘person_id’ => ‘ID’); $structure['main']['fields'][] = array(‘first_name’ => ‘First Name’); $structure['main']['fields'][] = array(‘last_name’ => ‘Last Name’); $structure['main']['fields'][] = array(‘initials’ => ‘Initials’); $structure['main']['fields'][] = array(‘nat_ins_no’ => ‘Nat. Ins. No.’); $structure['main']['fields'][] = array(‘pers_type_id’ => ‘Person Type’); $structure['main']['fields'][] = array(‘star_sign’ => ‘Star Sign’); $structure['main']['fields'][] = array(‘email_addr’ => ‘E-mail’); $structure['main']['fields'][] = array(‘value1′ => ‘Value 1′); $structure['main']['fields'][] = array(‘value2′ => ‘Value 2′); $structure['main']['fields'][] = array(‘start_date’ => ‘Start Date’); $structure['main']['fields'][] = array(‘end_date’ => ‘End Date’); $structure['main']['fields'][] = array(‘selected’ => ‘Selected’); ?>
In this example there is a single data zone called main which is linked with an object called person. Some screens have two or more zones which are linked to different objects. At runtime the fields will be extracted from each object and displayed in the relevant zone. Note that a field must exist both within the object and within the screen structure file in order for it to be displayed.
The name of this file is provided by the Component script in the
$screen
variable. It is read in by the view object and its contents are added to the XML file to appear something like this:
XML files
This is item (9) in Figure 5 .
XML (Extensible Markup Language) is a simple but flexible text format. It is based on an open standard which is maintained by the World Wide Web Consortium . It is used in this infrastructure to provide the XSL transformation process with all the data it needs to produce the HTML output .
The XML file is generated automatically at runtime by the view object . The technique which is used to create this file in PHP 4 is described in Using PHP 4′s DOM XML functions to create XML files from SQL data . For PHP 5 refer to Using PHP 5′s DOM functions to create XML files from SQL data instead.
Each XML file can contain any of the following data:
Values from any number of database table objects. These will use the table names and field names obtained from the database.
Each field may also have attributes which indicate how the field should be displayed, or to hold an error message.
A list of table names, field names and field labels obtained from the Screen Structure script . For forms of type LIST this will also provide the column headings .
Data to construct the Navigation bar .
Data to construct the Pagination or Scrolling areas.
Data for the Message area .
Data for any lookup (picklist) fields such as dropdown lists or radio groups.
XSL Stylesheets
This is item (10) in Figure 5 .
Each component requires an XSL stylesheet in order to transform the data in the XML file into HTML output . In an earlier version of this infrastructure I used different stylesheets for each database table which had the table names, field names and field labels all hard-coded, but I have subsequently found a way to use a smaller number of generic stylesheets. Instead of having the field details hard-coded within the stylesheet I am now able to extract that information from within the XML file using information supplied in a Screen Structure script . This is is documented in Reusable XSL Stylesheets and Templates .
Although my whole web application uses fewer than ten generic stylesheets there is still some code which is needed in more than one stylesheet. This code has been extracted and placed in a library of XSL templates which can be incorporated into any stylesheet at runtime by means of an
command. This is, in effect, a library of standard XSL subroutines .
Using the components in Figure 7 as an example I would use a generic LIST stylesheet for the parent component and a generic DETAIL stylesheet for all the child components. Variations in how the individual fields are displayed within the various child components is handled primarily by the
$mode
variable which is passed as a parameter during the XSL transformation process . This is used as follows:
If
= ‘input’ or ‘search’ then all fields are editable.
If
= ‘read’ or ‘delete’ then all fields are non-editable.
if
= ‘update’ then primary key fields are non-editable.
If
$mode
= ‘search’ then any boolean fields are given a third option to emulate a tri-state checkbox (yes, no, undefined).
In addition to the
$mode
parameter the handling of individual fields can be affected by specific attributes in the XML file. These can either be set into the $fieldspec array or altered at runtime using custom code .
The
attribute will make the field non-editable.
The
nodisplay
attribute will make the field invisible.
The type of HTML control (textbox, dropdown, radio group, etc) to be used for each field in the HTML output is completely dynamic in nature. This is a 3 stage process:
The default HTML control is initially defined within the $fieldspec array, but this can be changed at runtime with custom code .
As the contents of each database object is written out to the XML file by the Transaction Pattern (Controller) script various details from the $fieldspec array are included with each field as XML attributes .
During the XSL transformation process a standard XSL template will use the field attributes to build the HTML control to the supplied specifications.
XSL Transformation process
This is item (11) in Figure 5 .
This process will take the contents of an XML document and transform it to another document (in this case an HTML document ) using rules contained within an XSL stylesheet . These are all open standards which are supervised by the World Wide Web Consortium .
It is possible to send both the XML and XSL files to the client and have the transformation performed within the client’s browser ( client-side transformation ), but this is unreliable due to the different levels (sometimes non-existent) of XML/XSL support in different browsers. It is much safer to perform the transformation in a single place (the web server) where the software is under the control of the web developer. This is known as a server-side transformation.
HTML output
This is item (12) in Figure 5 .
This is the document which is sent back to the client’s browser is response to the request. Its content should conform to the (X)HTML specification which is supervised by the World Wide Web Consortium .
In an effort to make my output viewable on as many web browsers as possible I stick to the following guidelines:
All output is XHTML 1.0 Strict which is structurally clean and free of any style details. All style specifications (fonts, colours and layout) are held within separate CSS files .
There is no javascript (some users have javascript disabled).
There are no third party controls or plugins (ActiveX or Flash).
There are no proprietary extensions.
CSS files
This is item (13) in Figure 5 .
These are Cascading Style Sheets which hold all the styling information (fonts, colours, sizes, positioning, etc) for all HTML documents produced by the application. The tags within each HTML document refer to a style by a class name, and the specifications for each of these classes is held within a CSS file. In this way it becomes possible to change the style specifications for any tag in all documents simply by changing the specifications within a single CSS file.
The following CSS files are available:
global – a selection of files exist within the CSS subdirectory which set the style for the entire application. It is possible to choose any one of these using the style/theme option in the Update Session data screen. Additional CSS files may be created and copied into this subdirectory, in which case they will automatically become available for selection.
local – if it is required to change the global setting for a CSS element, or to create a new CSS element within a single subsystem, then instead of creating a complete global CSS file it is possible to insert these local modifications into a local CSS file called ‘style_custom.css’, which exists in every subdirectory. When the HTML document is rendered it will use the contents of both the global and local CSS files. If any setting exists in both files then the local setting will override the global setting.
AUDIT class
This is item (14) in Figure 5 .
This class is responsible for detecting all database changes (INSERTs, UPDATEs and DELETEs) and recording them in a separate ‘audit’ database so that they can be reviewed using online enquiry screens. This is documented in Creating an Audit Log with an online viewing facility .
The only additional code required in any database table class is the setting of a class variable called
$audit_logging
. By default this is TRUE (the table will be logged) but it can be set to FALSE to disable logging.
Workflow Engine
This is item (15) in Figure 5 .
Sometimes when a particular task is performed, such as ‘Take Customer Order’, this has to be followed by a series of other tasks such as ‘Charge Customer’, ‘Pack Order’ and ‘Ship Order’. Without a Workflow Engine these subsequent tasks must be processed manually, which is where mistakes and inefficiencies can arise.
The purpose of a Workflow System is to manage these tasks in a controlled fashion. This system should have the following components:
A method whereby different Workflow processes can be defined. This must identify the triggering task and the sequence of subsequent tasks.
A mechanism which automatically creates a new workflow case when a triggering task is processed, then progresses that case through its various stages.
A method whereby outstanding tasks (workitems) in workflow cases which require human intervention appear in a list which prompts the relevant users that intervention is required. A task should be activated simply by clicking on its entry in this list.
A method whereby the status of any individual workflow case can be reviewed.
The Workflow Engine which I have created as an extension to this development infrastructure is documented in An activity based Workflow Engine for PHP . The engine is activated from within my generic table class therefore no additional programmer coding is required.
Levels of Reusability
The single aspect of any development infrastructure which enables Rapid Application Development (RAD) is the volume of reusable code that it contains. Reusable code in the form of a library of standard modules provides the following advantages:
The library modules contain code which has already been written to provide certain functionality, therefore it is not necessary to waste more time in writing more code to provide the same functionality.
The library modules contain code which has already been tested, therefore this cuts down the testing phase of new components which use these modules.
By using standard library modules for standard tasks the developer does not have to waste time in reinventing the wheel (and possibly creating a square wheel).
By using standard code to provide certain functionality it means that the same functionality will be provided in a consistent manner across multiple components. This will be less confusing to the user.
By using standard library modules it becomes possible to make a change in a single module and have that change immediately incorporated into every component that references that module.
Although the infrastructure described within this document contains a large number of components it should be pointed out that the majority of them do not require any additional effort on the part of the developer. These are:
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CRM Systems
Welcome to our CRM or Customer Relationship Management Software portal. Here you will find valuable, useful CRM solutions, vendors, information and links. What is Customer Relationship Management? Customer Relationship Management is a customer-centric strategy to grow mutually beneficial relationships with customers. It starts with understanding a customers needs and ends with delivering on those needs. Customer relationship management is a corporate level strategy, focusing on creating and maintaining relationships with customers. Commercial CRM software packages vary in their approach to CRM, but will include highly integrated sales, marketing, and service functions to provide superior value to customers.
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See Total Quality/Customer Relationship Management for more detailed information.
What does CRM Software do?
Identify factors important to clients Promote a customer-oriented philosophy Adopt customer-based measures Develop end-to-end processes to serve customers Provide successful customer support Handle customer complaints Track all aspects of sales
What to ask yourself before you buy CRM
First, can I customize the product, or can it be customized for me? A product that cannot be tailored to suit your needs is not worth your time. No one solution can meet the needs of every individual companys business needs. Secondly, does the company offer multiple editions/platforms? Such a company has worked with different industries already and tailored their product to meet specific industry needs, and is obviously willing to work with their customers. Third, does the company have a road map? Investing in a company that offers no information on the direction of their product, and future version/feature releases does not show a willingness to meet your future business needs. You want a product that will grow along with you, not one that will hamstring you as you grow.
What’s new
CRM Software is available as a SaaS, or Software as a Service. This is also known as On-Demand software, or web delivered software. SaaS providers are enhancing their software functionality and improving the ease with which companies can customize and more uniquely configure SaaS software to meet business requirements. There are numerous advantages to CRM SaaS, such as system upgrades are free, Tte direct cost per user is lower, and the total cost of ownership is lower. By using on-demand software, application development and implementation times are shorter. The on-demand software model also reduces risk in the budget planning process, which is often just as important to agency decision-makers as total-cost-of-ownership considerations.
SAP CRM
Customer relationship management software (CRM) has many different applications. It can be used to allow customers access to an internet portal where they can check up to the minute status of their order with a supplier. They can also place orders with a CRM system. Some companies use CRM systems to allow their customers on-line access to quality documents such as Certificates of Analysis (CofA) for the products they purchase from the supplier.
Browser based applications have really made their presence known with CRM systems. They provide the perfect way for customers to access up to the minute order information from their suppliers on-line. CRM application use has grown exponentially over the last several years, with many providers, such as SAP, entering the market.
Some CRM system providers offer hosting of the software on an offsite server for a monthly fee. This model of software delivery provides a convenient and affordable entry into CRM software use. Providers such as 24sevenoffice and salesforce.com are good examples of this method of delivery. The downside to these systems is their lack of flexibility if a customer needs some customizing to meet their needs. Lack of flexibility and the inability to remove unneeded features are also problem points for SAPs CRM offering. SAP CRM is also as yet not available as on-demand, software-as-a-service.
Enter a new breed of software – customizable, yet affordable, browser-based CRM systems. The newest players in the CRM software game offer the best that both conventional and web-based systems have to offer. The ease and affordability of hosted, internet based systems with the configurability of conventional software.
Best Practice vs. Configurable CRM
Browser based applications have really made their presence known with CRM systems. They provide the perfect way for customers to access up to the minute order information from their suppliers on-line. CRM application use has grown exponentially over the last several years, with many providers entering the market.
Some CRM system providers offer hosting of the software on an offsite server for a monthly fee. This model of software delivery provides a convenient and affordable entry into CRM software use. Providers such as 24sevenoffice and salesforce.com are good examples of this method of delivery. The downside to these systems is their lack of flexibility if a customer needs some customizing to meet their needs. These types of systems are typically based on best practices.
What this means for the buyer is that the software has logic and processes built in, based on the software providers experience with previous customers. They make assumptions about how the buyer will want the software to operate, look and feel. This inflexibility can be a sticking point for many CRM buyers. Many companies are turning to a new kind of customer relationship management software. This new model is much more affordable, provides faster return on investment, is easier to implement across an enterprise, provides superior connectivity, and can be configured to align with each customers individual needs.
Enter a new breed of CRM software – customizable, yet affordable, browser-based CRM systems. The newest players in the CRM software game offer the best that both conventional and web-based systems have to offer. The ease and affordability of hosted, internet based systems with the configurability of conventional software.
Both large corporations and smaller companies are realizing the benefits of implementing these new CRM systems. Ease of configurability opens up the door to agility – changing the software system to take advantage of new opportunities or changes in the market for optimal positioning. The software can change as quickly as the company can.
Affordability is another major factor companies both large and small must consider when purchasing CRM. Faster implementation means faster return on investment (ROI) for browser-native systems. A browser-native, configuralbe CRM system can be up and running in a very short period of time. Organizations can start reaping the benefits of a streamlined, more productive, more profitable enterprise sooner.
Microsoft CRM vs. On-demand
There are a couple of different routes to take when looking to implement a CRM (customer relationship management) system. Microsoft’s CRM offering, Dynamics 3.0, features integration with Outlook. This means less training costs. It is a conventional installed application, as opposed to an on-demand or web-based one, which has both pros and cons.
One advantage of Microsoft’s installed CRM is more control over the application and it’s environment. Disadvantages include increased initial and on-going costs. Part of these costs are due to the time required to install and update the program on individual computers or servers.
CRM applications delivered over the web offer advantages over Microsoft. It can be integrated with web sites, giving self-service options to customers, for one. Some of the web based offerings are also quite customizable. Cost is obviously another factor to consider. Microsoft CRM is priced at $1,244 per server and $622 per user for the professional edition. Most of the on-demand CRM systems are less expensive.
SaaS CRM
If youre looking for a SaaS CRM solution and youre not finding what you need you might want to check out Tuppas Software. Tuppas offers Agile systems. Agile solutions are a very different approach than the canned SaaS providers like Salesforce.com offer. Put simply, an agile system can be highly tailored.
Many of the existing SaaS CRM options are either overkill for small companies or they dont provide systems that are in line with existing business practices or the need to innovate. Working with customers is one of the most challenging aspects of running a company and if your team cannot innovate then youre probably offering the same degree of service your competition is, generally not a recipe for success.
Agile SaaS systems generally cost a bit more than canned solutions but to many the incremental difference is worth the price. The ability to incorporate practices, technology and integrated business intelligence into the service and sales force are invaluable to many decision makers. We would highly suggest checking out the Tuppas CRM demos if youre shopping for an online CRM solution.
CRM Systems
Why are Customer Relationship Management systems beneficial to optimum customer satisfaction? CRM systems help companies optimize customer service, customer satisfaction and customer retention. CRM software is a business strategy and a collection of technologies that enable coordination between marketing, sales, customer service, support and other functions that handle customer interactions.
By using CRM software, businesses can expect to increase customer satisfaction, improve internal communications and elevate sales revenues. These important aspects are all crucial to the continued revenue and growth within a company. The purpose of a CRM solution is to manage the customer through the entire lifecycle.
Some of the benefits of thin client CRM software is that it lowers the cost of ownership and maintenance along with reducing the cost per user. By using thin client software, constant PC desktop upgrades, the high cost of manpower to implement changes and disrupting the flow of business due to upgrades is eliminated.
By providing good customer support to maintain a positive relationship with the customer, a business can have beneficial effects across the board for years to come. However, before proceeding with purchasing thin client CRM software, a company must carefully define its customer management strategy and then evaluate available Customer Relationship Management software options.
SAAS CRM Systems
CRM systems have traditionally been internal systems. They have been systems that reside within the corporate infrastructure on internal servers. Software as a service or SaaS CRM systems are popping up on the internet and allowing companies to pay as they go. SaaS systems allow companies to work with a piece of software and pay a monthly fee as opposed to an up front purchase.
Most of the SaaS CRM systems today are canned systems. In other words they are not configurable. These systems generally have many options in them that support the needs of many different companies. This can be a great advantage for small businesses that have limited resources.
One of the disadvantages of a canned sytem for larger businesses is that they generally do not allow for innovation. They traditionally do not allow their users to take advantage of business opportunities that might be possible at the plant or enterprise level. There are several companies that offer SaaS CRM systems that can be modified. Tuppas and ShopFloorReporting.com are two examples of web based providers that employ a rapid application developement environment capable of delivering a highly configured CRM solution.
Home > Call Center > Telemarketing > Telemarketing Campaign Tips
Get the most out of your Telemarketing Campaign: Five Tips for Phone Sales Success
Would you like some tips to promote phone sales? Read the following article and integrate the knowledge into your campaign.
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Despite DNC laws that have changed the telemarketing industry , the phone is still a powerful way for businesses to reach out to customers. Whether you’re trying to drum up business for your sole-proprietor graphic design shop, or contacting millions of consumers via a call center , you’ll be able to put these tips for phone sales success to work for your next telemarketing campaign.
Have a clear objective.
It’s important to know why you’re calling before you-or your phone salespeople-make the call. What is your goal for each phone call? What do you want your prospect to do as a result of your phone call? Know your goal, and craft your sales message around it.
Know your prospect.
Companies who make calls to consumers are lucky-they have to deal with Do Not Call regulation. That means you can’t call anyone on the Do Not Call list-and hardly anyone isn’t, nowadays-who hasn’t already made contact and expressed interest in your business. That’s actually a good thing-it self-selects so that only people who are likely to buy from you are on your list. Make sure you have a general idea who these people are in terms of demographics and why they’re likely to be interested in your company.
Outsource your call center.
Many frugal business owners prefer to keep their telemarketing efforts in-house. However, a good outsourced call center could save you money in the long run-and it’ll definitely save you time.
Get a killer script.
The right script is crucial to your telemarketing success. Generally, prospects respond better if the caller is offering something they want-not just trying to pressure them to buy. Since the Do Not Call list took effect, many of the people you call will have done business with you before. That means you can call to offer them special sales or discounts they might be interested in, referencing your previous business contact. Studies show that people are a great deal more likely to buy from someone they’ve bought from before-so take the small window of opportunity you have to remind them of their prior business with you.
Practice till it sounds natural.
Your salespeople should never be reading from the script directly-they should use it as a guide, that’s all. Of course, this can be very difficult, especially with inexperienced salespeople. Before setting your salespeople loose on your new phone marketing campaign, make sure they’re comfortable with the script, are familiar with all the objections a prospect might have, and know how to counter them confidently. If possible, hold training sessions, role-playing, and practice time to allow your employees to get to know your script inside and out.
Telemarketing is still an excellent way to reach consumers and get your message out there. With the right staff, the right script, and solid marketing goals for each call, you’re sure to reach your financial goals for this year through a strong telemarketing campaign.
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